It's not biking, it's Cruising.

Here's an article Adam and I stumbled upon that gives a great overview of design thinking (including a look at the 'personality profile' of a design thinker), and also an interesting outline of IDEO's design process.

They cover a few really interesting IDEO examples, including how they helped identify an opportunity for a new type of bike for Shimano - one aimed at people who found traditional cycling intimidating (in terms of cost, the technical expertise needed, the fitness requirements, etc.). They looked at what people feared / wanted, and based on that branded an entirely new biking experience - Cruising.

Brilliant? B.S.? It certainly appears to have worked.